integrated advertising: Hansel & Gretel and the Map to Consumer Behavior
- 08/13/10 08:24 AM
Are you misreading the map? Like Hansel and Gretel on their way to the house of sweets, consumers leave a bread crumb trail of the activities they use to search for real estate and real estate professionals. The only problem is that the Hansel and Gretel's of today are not cautiously stepping down a single path. They might as well be flying over dumping breadcrumbs with a crop duster. You see, today's consumers are not using any single media. We search magazines, newspapers, websites, blog sites, social sites, mobile apps, television, radio, and billboards - basically anything that enters our stream … (0 comments)
integrated advertising: Google Sent Me a Letter
- 10/21/09 10:08 AM
I received an interesting piece of mail with a special offer the other day. Not something particuarly out of the ordinary . . . except for the source -- Google. And I couldn't help but ask myself, "Why would the world's largest search engine need to send me direct mail? Isn't all print dead?" And, while I am online constantly (I use two laptops, a Blackberry and an iPhone so I can multi-task), I stopped, opened the envelope, read the letter and special offer and kept it to investigate further.
The envelope included a personalized letter, a brochure and a coupon perforated so I … (6 comments)
integrated advertising: Real Estate Advertising is No Different
- 06/02/09 07:22 AM
A recent article in Advertising Age may lead some to believe that by simply placing a home on a listing aggregate site - voila! The offers come pouring in. Some agents have migrated to this online only strategy because their commission checks have been reduced and most of the sites are free. While still quite valuable, few - if any - of these sites provide the type of lead activity necessary to sustain an agent's business - especially in the current market. Couple this with the fact that the agent's personal brand is buried in a sea of data and the sites are … (5 comments)
integrated advertising: Key Findings From Real Estate Agent Marketing Study
- 01/30/09 01:48 AM
LAWRENCEVILLE, GA--(Marketwire - January 29, 2009) - Citing the recent shifts and challenges in the real estate market, The Real Estate Book, a leading publisher online and in print of real estate information in North America, conducted a national survey of top real estate professionals to assess how they are marketing themselves and their listings in the current economy, and what channels are driving the best results for them. One of the key findings reveals that the migration of marketing dollars from mass media to targeted real estate media is now complete, with agents dedicating 75% of their marketing spending to … (0 comments)
integrated advertising: Elevate the trust factor
- 01/12/09 03:01 AM
As the real estate industry has shifted, one thing is certain and prevalent. Consumer confidence has been shaken. Foreclosures and bank-owned properties are commonplace and represent one of the most negative prospects of home ownership. Many sellers today will not recoup their investment, or will realize a much lesser return than they had anticipated. They fear their home will sit on the market for long periods of time and that any future purchase would be unstable. And while buyers are beginning to return due to lower interest rates, increased inventory, and market-adjusted prices, many are still waiting for the bottom of … (0 comments)
integrated advertising: Are you part of the solution?
- 10/20/08 10:51 AM
I recently attended a real estate media conference in which one of the speakers called upon the leaders of the industry to actively promote confidence in the real estate market by promoting homes they SOLD in 2008. Homes are still selling and what better way to promote positive news about the industry and about you - the real estate professional -- than to show homes you SOLD in your print and online advertising and on all your marketing promotions? Advertise not only your listings that sold, but also those in which you represented the buyer. The benefits - Promote some good … (3 comments)
integrated advertising: Expectations and Realty - I have questions.
- 05/16/08 05:11 AM
When you post your listings on a listing aggregate site, how do your expectations stack up to your reality? Specifically, I'm curious about two things - the direct leads you receive and the traffic to your personal website. Sites with a large number of available properties for sale may attract a large audience - with the expectation of property views, map views, and direct leads. In reality, are you getting leads and how do you get them? Do they email you directly? Do they map your listing and drive by? Do they show your listing to their buyer's agent? Do they pick … (2 comments)
integrated advertising: Integrated Media Works
- 03/06/08 10:39 PM
Boost the Impact of Your Advertising Through an Integrated Media Strategy. Today's home shoppers use many sources of information -- including multiple websites, printed publications and other media. A well-executed integrated media strategy creates multiple points of interaction between your brand and your prospect and increases overall effectiveness. An effective campaign will: Generate salesIncrease market shareBuild top-of-mind awareness for your brandBe efficient and cost-effectiveDeliver a measurable return on your investment.Offline drives online. It's no secret that home shoppers go online - 98% of them found the Internet "very useful" per the 2007 NAR Profile of Home Buyers and Sellers. In the same … (1 comments)
Are you misreading the map? Like Hansel and Gretel on their way to the house of sweets, consumers leave a bread crumb trail of the activities they use to search for real estate and real estate professionals. The only problem is that the Hansel and Gretel's of today are not cautiously stepping down a single path. They might as well be flying over dumping breadcrumbs with a crop duster.
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